Honda do not sell cars, they sell relationships

What does it means?
It means that Honda do not sold a metal box with four wheels (a car...).
It means that Honda sold a relationship based on confidence and respect.

Honda tell to their customers:
Be sure that your Honda car will work until you decide to sell it, even if it's in 9 years.
Be sure that we'll be next to you if you have problems with it.
Be sure that you'll resell it at a good price.
We respect you, we care of you, we work hard to offer you the best.

This is the best loyalty program, the best customer acquisition program, the best social/word of mouth program.